In using RFM analysis to determine which customers are most likely to make a future purchase,the value with the most impact is the:
A) recency
B) frequency
C) monetary
D) the one that has the highest value

Question

Quizplus · Accepted Answer

Recency has the most impact in RFM analysis as it indicates how recently a customer has made a purchase. Customers who have made a purchase more recently are more likely to make a future purchase than those who haven't made a purchase in a long time. Frequency and monetary value are also important factors, but recency has a stronger impact on predicting future purchases. Choosing option A) recency would be the best choice.

In Using RFM Analysis to Determine Which Customers Are Most